In their words:
“[The internet] has increased the effectiveness of most traditional media, and the potential effectiveness of most forms of marketing. So while the rapidly changing media landscape may have added complexity for marketers, it also presents a huge opportunity to those who make well informed investment decisions.”
Key findings:
Very large business effects (VLBE) = top box scores on profit, sales, market share, penetration, loyalty and price sensitivity across a period of at least a year.
- Including newspapers in the campaign mix increases the average number of VLBE by 36%.
- Including consumer mags in the campaign mix increases the average number of VLBE by 58%.
- The historic impact of adding press to the campaign mix increases the average number of VLBE effects by 15%.
- The historic impact of adding DM to the campaign mix increases the average number of VLBE by 10%.
- The effect of including press in the long-term increases the overall effectiveness of a campaign by 21%, versus -5% in the short-term.
In our words:
Adding print media to the campaign mix may have less of an effect than digital in the short-term, but studies emphatically show that print media greatly improves campaign effectiveness in the long-term.
The question isn’t whether marketers should back print vs digital, but what the two, when integrated, can do to boost overall campaign effectiveness. The answer, according to Media in Focus: Marketing Effectiveness in the Digital Age, is a hell of a lot.
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